JetBlue Airways is set to open its first-ever airport lounges as it aims to attract more high-spending travelers. This new venture marks a significant shift for the low-cost airline, which has traditionally focused on affordability rather than luxury. The lounges will debut at New York’s John F. Kennedy International Airport late next year, followed by a second location at Boston Logan International Airport. This move is part of JetBlue’s strategy to compete with larger airlines that cater to premium travelers.
In addition to the lounges, JetBlue is planning to launch a new premium credit card in partnership with Barclays. The card will offer perks similar to those provided by major carriers such as Delta, United, and American Airlines, which have successfully generated substantial revenue through lucrative credit card deals. JetBlue’s new cardholders, along with passengers booked in the airline’s Mint business class for trans-Atlantic routes and high-tier loyalty program members, will have access to these exclusive lounges.
The first lounge at JFK Airport will be an 8,000-square-foot space located in Terminal 5, slated to open in late 2024. Shortly after, an 11,000-square-foot lounge will open at Boston Logan’s Terminal C. JetBlue’s head of marketing and customer support, Jayne O’Brien, emphasized the airline’s cautious approach to this launch, noting the importance of avoiding overcrowded lounges. She stated that the lounges will feature cocktail and espresso bars, light bites, and designated areas for working.
While JetBlue is eager to enhance its premium offerings, access to these lounges will initially be limited. Travelers on other Mint routes, such as transcontinental flights, will not have lounge access at this stage. O’Brien also hinted at potential future enhancements to the Mint experience, though she declined to confirm whether JetBlue plans to introduce a smaller version of its popular Mint cabin on select aircraft.
This move aligns with a broader trend among airlines seeking to elevate their premium offerings. Delta recently opened its first Delta One lounge at JFK, dedicated exclusively to customers in its top-tier cabins and certain elite loyalty members. American and United Airlines also provide similar dedicated lounges for their highest-level travelers.
Not only are airlines competing to attract premium travelers, but credit card companies like American Express, Chase, and Capital One are also expanding their presence in airports by opening their own lounges across the country. JetBlue’s new strategy follows this trend, aiming to strengthen customer loyalty and increase revenue through enhanced services and experiences.
JetBlue’s entry into the airport lounge space reflects a broader effort to balance cost-cutting measures with new investments. The airline has been working to return to steady profitability by deferring new aircraft deliveries, cutting dozens of routes, and optimizing the use of its Mint-equipped planes, which offer lie-flat seats and upscale amenities. This latest venture is expected to enhance JetBlue’s appeal to high-spending travelers and boost its competitive position in the market.
READ MORE: